Footballer Gareth Bale is stepping into the world of foodservice after teaming up with SA Brain and Co. to open a new premium sports bar and restaurant in the heart of Cardiff.

‘Elevens Bar & Grill’ is anticipated to open in late spring/early summer 2017 following a redevelopment of the former Dempseys bar on Castle Street.

Bale, who plays for Real Madrid, has been in discussions with Brains for more than 12 months about a possible partnership and is now able to progress the project following the recent decision to redevelop Dempseys, which closed in February.

He said: “It was hugely important for me to work with the right partner to ensure the sustainability of a venture such as this. For me, Brains was the perfect fit, they are the leading brewer in Wales and their expertise in the bar and hospitality industry has been invaluable in getting this off the ground. I feel it is this partnership that will help us provide a location everyone can go to and have a great experience watching sport.”

Bale has been involved in every aspect of the design, food and drinks menu to create the concept, and said it has been a “big goal and ambition of mine” to open a sports bar for many years.

“There isn’t a venue quite like this, where you can go to watch live sport on Ultra HD 4K TVs with amazing food and drink, all within a modern, relaxed and family-friendly environment. We hope to have the best burger in Cardiff and really looking forward to getting people in to enjoy the experience,” he said.

Brains has been the official ale of the Football Association of Wales for 10 years. The site of the Elevens Bar & Grill has been a pub since the 1730s, according to Brains chairman, John Rhys, the new lease of life it will receive will ensure it remains an iconic Cardiff venue for years to come.”

“We are very excited to be selected by Gareth on this project and feel it’s a perfect fit which brings together two of Wales’ most famous names to create a sport-themed bar and grill to showcase the best of what Wales has to offer,” he said.